What we cover in Episode 18
All of the guests on this podcast to date have been men!
Why is that? Is it a reflection of Scott and I’s networks? A representation of the industry, or something else.
We caught up with Sophia Eng, an expert in growth and entrepreneurship to talk about women in growth, including her article:
We talk about the biological differences between women and men, and how you should account for these when designing web experiences.
We also cover the randomness of growth experiments, how it’s hard to predict a winner or loser, and how you can use that to develop a culture of growth within your company.
Instead of reading a summary of Sophias points on women and minorities in growth, I would highly recommend listening from minute 15 to 25 of the podcast, and reading the article we cite above.
Some of the data points Sophia shared during the episode:
– Women only make up 25% of the workforce in computer and math roles
– A study from 2015 showed the average women programmer makes nearly 30% less than a male programmer
Sophia’s article on ThinkGrowth is an excellent example of putting yourself out there for something you believe in, which at times can be scary.
There are intrinsic differences in how men and women shop for good and services.
You can use these differences to craft better web experiences for each gender. For example, in Google Analytics you can segment the audience to your best converting landing pages by male and female.
As an example, Sophia uses these insights to better optimize e-commerce websites:
How many times has the result of a growth experiment surprised you?
It rarely matters if your growth experiment succeeds or fails, what matters is you learned something. Remember, tests are another form of research. They help you gather data and form a definite opinion on something. They can help you and others in the company make the right strategic decisions.
So, how can you use experiments to get more people from your company involved in growth?
One way is to encourage people to guess the result of your different experiments. That’s precisely how Sophia and her team evangelized growth at InVision.
It means people are not only interested in the experiments themselves, but invested in the result so will end up understanding what the learning was from each test.
The podcast provides a more in-depth look at these topics, so if you enjoyed reading the above, please do give it a listen.
And until next time,
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